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Kanchan Belavadi

AMA: Snowflake Head of Enterprise Marketing, India, Kanchan Belavadi on Demand Generation Career Path

August 21 @ 10:00AM PT

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  1. What is your favorite Demand Generation interview question and the best answer you've heard?

    Kanchan Belavadi
    Kanchan Belavadi

    Snowflake Director Field Marketing - GCC, India • 1y

    I always ask what are your KPIs/Goals? How do you measure success? Some of the best answers I’ve heard have been around business growth directly attributed, as well as creating programs that built pipeline.

    I also hear a lot of candidates fumble and talk about just running campaigns/events, without any measurable outcomes. Demand generation is not only awareness, so there need to be clear and measurable outcomes that every demand gen marketer drives.

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  2. What can someone who has an extensive sales background do to prove themselves competent for an entry-level demand generation role?

    Kanchan Belavadi
    Kanchan Belavadi

    Snowflake Director Field Marketing - GCC, India • 1y

    There are a couple of ways to go about this. If you are looking at an internal switch of roles within the same organization, then you can begin by volunteering for projects on the demand gen team. You can start small and pick up larger projects and deliver them on your own as you learn. However, if you are looking at switching across organizations, then you’d be better off by learning some of the technical skills and completing trainings/certifications which give you an understanding of the func ...Read More

    436 Views
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  3. What metrics do you use to justify a pay raise?

    Kanchan Belavadi
    Kanchan Belavadi

    Snowflake Director Field Marketing - GCC, India • 1y

    You need to plan a year in advance if you are looking for a raise. At the start of the year, sit down and discuss with your manager – on what you need to do to get that raise. You can both mutually agree on a set of goals/metrics and once there is sign off, you need to work towards meeting those numbers. In demand gen, there are a few key metrics that you can focus on and commit to – depending on whether you are in a B2B or B2C setup, there could be some variation – but MQLs, SQLs, Opportunity P ...Read More

    533 Views
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  4. What are the biggest frustrations you have as a Demand Generation manager?

    Kanchan Belavadi
    Kanchan Belavadi

    Snowflake Director Field Marketing - GCC, India • 1y

    Some of the top frustrations are around expectations and timelines. E.g. Being asked to generate leads immediately in the same month/quarter for enterprise customers, being asked to only connect with CXOs, being held responsible for an opportunity pipeline – without the supporting infrastructure – are all challenges and frustrations of a typical demand gen leader. What sets you apart is in how you educate the larger organization on the value that you can add to the business. As you continue to e ...Read More

    442 Views
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  5. What pointed recommendations do you have on gaining influence as a new member of an organization or as a junior team member?

    Kanchan Belavadi
    Kanchan Belavadi

    Snowflake Director Field Marketing - GCC, India • 1y

    Whether you are new or junior, the first step is to listen and understand that current organization, their products, campaigns, successes and failures; before making any recommendations. A key way to gain influence is to offer help to whoever seems overwhelmed on the team – sales or marketing and be specific when you offer help. Instead of just saying “let me know how I can help”, say “I can clean up that excel and upload those leads for you”. Lighten their workload, and learn along the way. Rat ...Read More

    474 Views
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  6. What qualities or skill sets are needed to become a successful growth marketer?

    Kanchan Belavadi
    Kanchan Belavadi

    Snowflake Director Field Marketing - GCC, India • 1y

    Growth marketing is a field which requires  one to be constantly on their feet. So the biggest quality in someone should be adaptability to change and ability to react quickly to the market.

    A lot of the work involves analytics, SEO, so having those skills will give you an edge.

    But what makes you truly successful is to understand the requirements of the company and then using those skills to achieve your goals.

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